Customizing a brand will bring in more sales and profits unless
the costs for the customization process get out of hand. In this
chapter we will explore why sales will increase and indicate a few
issues relating to operational efficiencies.

MAKING MONEY FROM CUSTOMIZED BRANDING

Profits are necessary for a business to survive. They provide cash
for development and a security blanket against future uncertainty.
Employees of a profitable company are as a rule much happier
and more efficient than those in struggling companies. The level of
profit is a tangible piece of evidence of a company's success.
Consequently, any marketing concept, and any part of marketing,
must be judged against its ability to influence profits positively,
in the short and long term.

Marketing costs are sometimes termed investments, which
they are. Spending money on advertising, product development
or a better customer database is an investment to generate future
earnings. Sometimes the return is quick, sometimes it takes time.
This can cause problems in companies with a short-term focus as
marketing costs almost always are considered in accounting terms
to be expenses, not investments.

The financial 'requirement' for immediate return is a problem
with many traditional marketing expenses; with customized
branding this problem can become much bigger. The reality is
that it takes time for investments in the infrastructure to manage

Print this page

While we understand printed pages are helpful to our users, this limitation is necessary
to help protect our publishers' copyrighted material and prevent its unlawful distribution.
We are sorry for any inconvenience.